I guess you’ve paid somebody to build your website or do marketing for you in the past. And you were hoping to get some specific results.

I hope you got the results you were after, but if you didn’t, the problem might be quite simple: Even if you have a great design and great marketing tactics, better conversions will only happen if you make people WANT to buy from you.

Using a specific tactic or strategy, say a Facebook post, doesn’t mean that people would want to buy. The act of purchasing is about the message and ideas you communicate—not about the tactics and strategies you use or the way you use them.

Tactics and strategies are the ways you communicate a marketing message. They’re not the message itself.

Using advertising, blasting out emails or posting on LinkedIn doesn’t make people want to buy from you – people don’t care that you advertise and create noise. They care about the ideas that come across through your advertisement (like this idea I hope).

The same is true of all marketing tactics. When the message you communicate makes people want to buy, you can get incredible results with any tactic that fits your situation and you use well.

So, if you’re not happy with your marketing results it’s highly likely that your not differentiated in the eyes of your target market. So ultimately they don’t really care enough to purchase.

If you want your advertising spend to work for you, and you want to learn how your potential customers decide what action they take, and what you need to do to create a clear message that makes people WANT to buy you, you need to be thinking strategically.

Creating a brand strategy for your business is all about planning and creating the impression you want to make. If you want to succeed, that impression should do two jobs – it should convey what is special about your business and it should show you in a positive light.

Of course, many small businesses make a good impression most of the time without ever giving a thought to their brand. But think how much more successful you would be if you gave a good impression all of the time.

To do this successfully all of the world’s best brands follow seven basic principals which are outlined in this free ebook – The 7 Essential steps to Building a Brand not a Business. 

Many small business owners I meet think that brands are something that only large companies need or can afford. It’s not true, your company name, the way you answer the phone, what your customers say when they’re asked about you – these things all build to create an impression of your company and what it’s like to do business with you – and that is your brand. So, you can either just let whatever impression you give happen haphazardly, or you can take control and manage it to your advantage.

The message is clear. If you’ve got a business, then you’ve got a brand. What you do with it is up to you.